I saw this story about Jenson Button ‘de-briefing’ his girlfriend on the Sun website, and I thought it was really refreshing to see a sportsperson reveal something of their true personality. Are we not bored of hearing the same old cliched statements and ’sit on the fence’ sentiments?  I actually think sponsors and more importantly the consumers that they want to talk to would welcome a bit of personality, and that sportspeople, rights owners and brands should embrace this rather than shying away from it.

I must add that I have never been a big fan of Button, I thought of him as over hyped and lacking in talent but not only am I being made to eat my words, stories like this actually make me warm to him slightly.

By Adam Raincock on March 31st, 2009

Tags: Brand marketing, Default, Formula 1, Jenson Button, Public relations, Sponsorship

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The new Formula 1 season has also heralded a new design for the BBC Sport Online’s Formula 1 page.

It’s clear that British interest in Formula 1 has increased in recent years thanks to a number of factors not least the ‘Lewis effect’ and all the talk of Jenson Button as a possible new British World Champion, Jenson’s girlfriend certainly believes he can do it.
 
The BBC is hoping this interest will continue to grow and has invested a reported £200m into bringing the sport back to the BBC including bringing back Fleetwood Mac’s The Chain as the theme tune for their programming.

Everybody loves a good theme tune, but what really caught my eye was the new design of BBC Sport Online’s Formula 1 page with its  black skin and abundant blue, yellow and red go-faster stripes.  There are lots of other differences such as a much larger selection of external links to other websites (more so than on other BBC Sport Online pages), insider gossip from their ‘mole’ and more which you can all explore on your own time.

The page has a similar look and feel to BBC iplayer with the same black skin as opposed to the white background that is used across the rest of the BBC Sport Online pages.  This may well be a subconscious reminder to the viewer that the highlights are available on iplayer through some sort of visual empathy…or it may simply be that one of the designers at the Beeb thinks the black skin is cooler.

What I did find a bit strange is that as soon as you click onto a Formula 1 story the next page you see is back to a white background. I wonder whether all the sports covered by the BBC online team will begin to have their own identity with different skin colours, each one allowed to stray a little further from the general BBC Sport Online look and feel or whether Formula 1 is a one off…I am also starting to wonder if any of you noticed any of this too or if you care?!?

By Alex Coulson on March 31st, 2009

Tags: BBC, Default, Digital marketing, Formula 1, Jenson Button, Lewis Hamilton, Media

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Virgin’s entry into Formula 1 during the Australian Grand Prix this weekend demonstrated the classic Virgin hallmarks – opportunistic timing and Sir Richard Branson-led PR – plus the priceless gift of good fortune, in the shape of Jenson Button’s fairytale win for Brawn GP on its F1 debut.

But without wishing in any way to detract from Virgin’s coup, I noticed that they missed one very big opportunity in Melbourne, by not having Virgin branding on the Brawn GP drivers or team.

This is a must-have in F1 sponsorship because one-third of the brand visibility generated over a Grand Prix weekend occurs post-race, on the podium and in the driver interviews – both of which, of course, Brawn GP dominated at Melbourne.

Whatever, it’ll be interesting too see if things change at next weekend’s Malaysian Grand Prix.

By Tim Crow on March 30th, 2009

Tags: Default, Formula 1, Sponsorship

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I’m saddened but not surprised by the IOC decision to limit Torch Relays to host countries. It was both predictable, following the anti-China protests that dogged the 2008 Torch Relay, and pragmatic, given the volatile political climate. But I believe it’s a backward step for the Olympics which could have been avoided.

The problem with the 2008 Torch Relay was that it was an overtly Chinese Torch Relay, not an Olympic Torch Relay. As such it ran counter to the DNA of the Olympics, which is a celebration of humanity – of the many, not the few, and of all countries, not simply the host.

Call me an idealist if you will, but surely it would be both preferable and possible to preserve the international leg by re-designing the Torch Relay experience so that it both reflects this true Olympic DNA, and in so doing eschews nationalism?

I guess I shouldn’t complain, in that we’ll have the Torch all to ourselves in here in the UK in advance of London 2012. But I can’t help feeling that the Torch could and should be used experientially to share the true spirit of the Olympic Games with the world.

By Tim Crow on March 30th, 2009

Tags: Default, Experiential marketing, London 2012, London 2012 sponsorship, Olympic Torch Relay, Olympic sponsorship

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Following on from the St Patrick’s Day tour of Dublin, Alex handed the 6 Nations Trophy over to me for the final leg of the 2009 RBS 6 Nations relay. Crossing the Severn Bridge at lunchtime on Thursday, we had just two days until the final game of the Championship to capitalise on the rugby fever sweeping the country.

Day One was spent escorting the Trophy on a sightseeing tour of Cardiff to secure photos of the famous silverware in as many Welsh locations as possible. We visited Cardiff Castle, Millennium Stadium, the River Taff and even found a dragon.

Pick of the day – the pupils of Ysgol Gymraeg Treganna (Primary School) who came to school dressed in their native costumes, terrified me by speaking very fast in Welsh at me but, most importantly, posed beautifully for the photos.

The second day focussed on providing the Trophy to the many broadcast crews that had descended on Cardiff ahead of the weekend. Our magical mystery tour started with the BBC Radio Wales Breakfast Show and took us to Sky News, ITV Wales, Setanta Sports News, Ulster TV, S4C and the BBC News Channel.

Pick of the day – filming live for the early evening BBC Wales news from a pub in the shadow of the Millennium Stadium. The Head of News called to say how nicely the piece captured the enthusiasm of the crowd. From where I was standing the word ‘enthusiasm’ didn’t come close. Something along the lines of riotous and uncontrollable would have been a more accurate way to describe them.

And then it was onto the big day itself – three consecutive games, starting in Rome at 1.15pm, onto London for 3.30pm followed by the title decider in Cardiff at 5.30pm. The city was buzzing from early on, with touts selling tickets for £250 a go, hotels full of people who had come to experience the atmosphere even though they didn’t have a ticket and some fancy dress outfits that you couldn’t, and wouldn’t want to, imagine in your wildest dreams.

Our day was spent mainly inside the stadium checking branding, rehearsing the presentation ceremony, liaising with the media and representatives from the Irish and Welsh Rugby Unions. Seeing the teams arrive and hearing the anthems belted out, you couldn’t help but feel a real sense of occasion. I’m sure that every team that has had the RBS 6 Nations title within their grasp has been determined to win it, but the resolve within Millennium Stadium last Saturday seemed more prevalent than ever.

The Welsh were desperate to retain their title and the Irish, having not won the title since 1985 and with the only Grand Slam to their nation’s name won sixty-one years ago back in 1948, this was their chance to rewrite the record books. Add to that the individual incentive of places on this summer’s Lions Tour up for grabs and you get the impression. The pressure was on.

A great, close game ensued with the title hanging in the balance at various points. The drama continued to the very end with a successful drop goal from Ireland and a missed penalty from Wales the ultimate deciders. As the whistle blew, the fairytale became reality and, quite rightly, Brian O’Driscoll’s men started to celebrate, and probably haven’t stopped since.

For us, the time for celebration hadn’t quite arrived and we had to snap ourselves back into action and get the presentation ceremony underway. Seeing the Irish players cheer as they collected the trophy from Prince William and President McAleese was infectious, and I couldn’t wipe the grin off my face. After they had done a lap of honour, bathed themselves in champagne and bear hugged every member of the team and management, the players headed off the pitch to start their own celebrations whilst the fans kept the bars of Cardiff in business all night.

The Trophy is now safely (or perhaps not so safely) with the Irish and we have turned our attention to the next tasks in hand. However, it’s not many times you get given an access all areas pass to watch sporting history being made and it’s something I feel honoured to have witnessed first hand.

Pick of the Day – Standing next to Ireland’s Lock Donncha O’Callaghan as he climbed into the crowd, holding the Triple Crown Trophy, to receive the adulation of the fans. Seeing the joy on his face really brought home the magnitude of the team’s achievement and the pride the rugby community, not just in Ireland, feels for what they have accomplished.

By Kelly Russell on March 27th, 2009

Tags: Rugby, Sponsorship, Synergy

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When was the last time you donned a pair of 3-D glasses?

I’m pretty sure that I was about 5, but this year 3-D is, apparently, BIG news. It started with the NFL Super Bowl in January. One of the most widely anticipated ads of this year’s Super Bowl ad breaks was Dreamworks’ trailer for its upcoming feature Monsters vs Aliens. Given that the movie (and thus, the trailer) required special 3-D glasses to see the full effects, in the run up to the Super Bowl, 150 million pairs of glasses were made available from Pepsi retailers across the US.

Later this year, we will see both Disney/Pixar and FOX getting in on the action with their releases Up and Avatar respectively. Even the Disney-produced Jonas Brothers have produced a ‘concert experience’ in the format (thus possibly supporting my it’s-for-5-year-olds theory).

But Time Inc. (the magazine division at AOL Time Warner) is trying to convince us all that it is far more than just child’s play. And to get their message across, they’ve done something pretty cool in five of their top magazine titles this month.

Readers of five fairly dissimilar sibling magazines - Time, Fortune, People, Sports Illustrated and Entertainment Weekly  – will find each title giving big editorial coverage to the subject of new-wave 3-D.

Each magazine has filled its section on 3-D, which was ordered up by corporate executives, its own way. Time is reporting on the new wave of 3-D movies, while Sports Illustrated is running a 3-D photo section (not the Swimsuit edition, sorry guys).

It was the SI version that brought the campaign to my attention, landing on my desk this morning. The sizable 14-page (7 DPS) chunk dominating the first section is impossible to miss. Half of the space has been dedicated to carrying the magazine’s usual content (their ‘Leading Off’ big action pictures of the week section), and the rest to willing ’sponsors’ – in this case, HP and Intel (both pushing their Monsters vs Aliens sponsorship through retail advertising), RealD 3D (again pushing the movie) and, seemingly randomly, McDonalds. A handy pair of 3-D glasses is inserted into the first DPS, bringing alive the visuals on all 14 pages, so that college basketball, NHL, monster trucks and hamburgers alike are all thrust off the page towards you.

The blurb that Time Inc. published in their advertorial page vaguely outlines why they feel 3-D is worth shouting about:

3-D is about to get serious…At Time Inc., we think 3-D is pretty darn cool, a technology that’s certain to have an impact across entertainment, business, and even sports. So we decided to cover it in a special way.

But what really struck me, is rather than simply taking out four pages trailing dull technology services, or a kids movie (neither of which would appeal hugely to most readers of the five magazines involved), each feature is aimed at the interests of that title’s particular readers – a seemless synergy of advertising and editorial, all physically viewed through the medium that the message tries to convey.

I loved it. But maybe that’s just because it made me feel 5 again.

By Lucie Bartlett on March 25th, 2009

Tags: Advertising, Brand marketing, Film, Media, Sponsorship

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By Dominic Curran on March 25th, 2009

Tags: Press Clipping

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Brian O’Driscoll has at last led his country to 6 Nations victory and I’m sure the party may continue for some time but I was honoured to meet Ireland’s other Grand Slam winning captain, before O’Driscoll could lay claim to that title.

In the week before Ireland won the Grand Slam in this year’s RBS 6 Nations Championship, the 6 Nations Trophy made a special visit to Dublin to capitalise on Irish interest in all things rugby as they looked nervously towards their first Grand Slam since 1948.  Arriving early on St Patrick’s Day, the Trophy started its whistle-stop tour which involved extensive coverage across the major Irish broadcasters RTE, TV3, BBC Northern Ireland and Ulster TV. 

The Trophy was also an impromptu participant in the famous St Patrick’s Day Parade with fans of all ages getting their photograph with the sought-after silverware.  In addition shots of the Trophy outside famous Dublin landmarks were secured, ranging from the Molly Malone statue to Landsdowne Road - which received strong media pick-up in both Irish and UK media.

However, after the parade was over, the sea of green and the hangovers had parted, there is one memory that will stay with me for a long time.  I was honoured to accompany the Trophy to the home of 84-year old Karl Mullen, the captain of Ireland’s last Grand Slam team in 1948.  Karl and his family were extremely welcoming and there was something special about the whole occasion.  Doing the job that we do, we are lucky to meet and work with some famous names from the world of sport and entertainment but meeting Karl was a real honour and a strangely humbling experience.  It was a pleasure to see firsthand that a passion for sport never leaves you, and that sport is a language all of its own which has the immense power to unite people from all walks of life.  There is something about Karl, his nature and his hospitality that leaves you with nothing but admiration for this absolute Irish legend.  

By Alex Coulson on March 25th, 2009

Tags: Default, Media, Public relations, Rugby, Television

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Imagine the prospect of a rugby training session with a coach who is feared by players for his army style drills and envied by other coaches for the results he yields from his team. Guinness Club Together, a grassroots rugby initiative, gave one lucky club the chance to be put through their paces in a unique training session, tailored specifically for the club, by the Wales Defence Coach Shaun Edwards.

Shaun gave up his only day off this year, in his busy schedule training the Welsh National Squad and the Wasps Guinness Premiership team, to head to Nottingham Casuals RFC, currently 5^th in Midlands 4 (East – North), for a once in a lifetime training session.

Oli Mott, winner of the Guinness Club Together competition, claimed he’d never seen so many players turn up for mid-week training and with such excitement and enthusiasm – they were even all on time! Shaun lived up to his trade-mark terrifying approach and took no pity on the Nottingham Casuals Team, undertaking a series of training drills and practices, which would have put a professional player through their paces. Shaun showed his true passion for the development of rugby by spending time with the club coaches as well as with the players. Judging by all the exhausted faces at the end I think it’s safe to say they had never experienced anything like it.

Despite Shaun’s gruelling schedule, he found time to share a pint of ‘the black stuff’ with the team after the training session, along with sharing some amusing anecdotes of life off the pitch in the professional game. The hard work and sweat truly paid off as the Nottingham Casuals won their next match 81-0! Shaun Edwards obviously left a lasting impression and turned out to be not so intimidating as originally thought.

To round up the 2008-9 rugby season Guinness Club Together is offering one member club the chance to play on the hallowed turf at Twickenham on the day of the Guinness Premiership Final. To enter visit www.guinness-clubtogether.com.

By Georgina Taylor on March 25th, 2009

Tags: Alcohol, Event management service, Guinness, Guinness Premiership, Rugby, community, grass roots sport

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By Synergy on March 24th, 2009

Tags: Press Clipping

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